Torrington merchants ready for Small Business Saturday

Torrington>> For centuries, small businesses have played an important role in the success of America's economy, now struggling to stay afloat as big box stores grow in popularity.

After the economic crash in 2008, small businesses took an even greater hit, and in November 2010, American Express took the initiative to help small businesses and boost their sales during the biggest shopping weekend of the holiday season -- creating on Small Business Saturday.

Small Business Saturday takes place the weekend after Thanksgiving, during the time where many people start their holiday shopping. The day after Black Friday, Small Business Saturday is a day shoppers are encouraged to support local economies.

According to the American Express website, "Small Business Saturday is a day for everyone, from the business owners who create jobs to the customers who buy locally and to support small businesses that invigorate the economy and keep communities thriving." The American Express website also states that last year, more than 100 million people came out to shop at independently-owned small businesses on that day. Now in its third year, Small Business Saturday will be even bigger.

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For the local businesses in downtown Torrington, Small Business Saturday is an important day for them to increase sales as well as offer personalized customer service, something that's hard to come by as shopper in the big retail stores.

For local stores like ToyJam toy store on Main Street, Small Business Saturday is a great way continue boosting their holiday sales.

ToyJam owners Cheryl Rossi and her mother, Tina Rossi, are ready.

"It should be busy, It's always busy. This time of year, sales are steady," said Cheryl Rossi.

The toy store already held its own one-day sale last Saturday, offering shoppers 20 percent off anything in the store.

"We just like to get a big jump start on the season, to get our sales before the big stores," said Cheryl Rossi.

On Small Business Saturday ToyJam will be open from 10 a.m. to 5 p.m., offering free party favors with a purchase and free gift wrapping. The store also offers an e-mail club that provides coupons for the store. They plan to stay open daily until Christmas.

"Our sales are 'so far so good,'" said Cheryl Rossi. "We try to keep the (luck) coming at us. We have some really loyal and great customers," she said.

ToyJam carries playthings for everyeone -- newborns to adults -- from toys and games to gag gifts for grownups. There's something for everyone, Rossi said, and a large shipment of new toys is on the way.

Across the street from ToyJam, a new business called The Art's Desire sells fun and unique items related to the seasons as well as decorative gifts. The store's owners, sisters Lisa Stepler and Jessica Washington, opened in October right before Halloween. The siblings say that on Saturday, they'll offer 20 percent off everything and will provide free hot chocolate. Their hours will be 10 a.m. to 7 p.m.

Just up the street from Art's Desire is a well-known retailer, Remember When and the Ritz Crystal room. Owner Karen O'Donnell said her store will offer a discount of 20 percent and shoppers can enjoy mulled cider and cranberry martinis. The Ritz Crystal Room, an eatery located above the unique gift store, will have plenty of appetizers, soup and salad, sandwiches, a full dinner menu and a live band on Saturday, and the business will be open from 10:30 a.m. to 8 p.m. O'Donnell is looking forward to the weekend.

"So far it's been a brisk season," she said. "There are a lot of people celebrating and supporting downtown merchants."